Quality Content On Scale
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View the 'Quality Content On Scale' slides from the SASCon 2015 session by Tecmark search director Stacey MacNaught. For a free 34-page ebook on the same topic, visit www.tecmark.co.uk/quality
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Quality Content On Scale
- 1. @staceycav Quality Content On Scale Stacey MacNaught Tecmark
- 3. #sascon @staceycav 100+ Years Earlier…
- 15. #sascon @staceycav Quality is assumed
- 16. Over 7 million blog posts per day #sascon @staceycav
- 17. Over 4,800 blog posts per minute #sascon @staceycav
- 18. Competition for audience is tough #sascon @staceycav
- 19. #sascon @staceycav How do we define “quality?”
- 21. #sascon @staceycav “Quality” varies depending on your goals
- 23. #sascon @staceycav • Simple • Unexpected • Concrete • Credible • Emotional • Stories
- 24. #sascon @staceycav Quality doesn’t always mean “pretty.”
- 31. #sascon @staceycav It was not pretty.
- 32. #sascon @staceycav But it was original
- 33. #sascon @staceycav It told a story
- 34. #sascon @staceycav It resonated with people
- 35. #sascon @staceycav The data was credible
- 36. #sascon @staceycav It had a shock factor
- 37. #sascon @staceycav Even my Nan cared.
- 38. #sascon @staceycav 221 times a day?! The world’s going to shit
- 39. #sascon @staceycav Sometimes, visuals do matter
- 42. #sascon @staceycav The angle was not original
- 43. #sascon @staceycav So the execution had to be
- 44. #sascon @staceycav Essential Elements in Creating Quality Content
- 46. #sascon @staceycav Audience research Competitor research
- 47. #sascon @staceycav Audience research Competitor research Ideation
- 48. #sascon @staceycav Audience research Competitor research Ideation Production
- 49. #sascon @staceycav Audience research Competitor research Ideation Production Promotion
- 53. #sascon @staceycav Facebook Graph Search Queries for Content Marketers http://www.tecmark.co.uk/facebook-graph-search-queries/
- 54. #sascon @staceycav Google Display Planner
- 64. #sascon @staceycav Make the Data Matter
- 68. #sascon @staceycav Facebook Pages to Watch
- 71. #sascon @staceycav Topsy (site: search)
- 73. #sascon @staceycav Backlink Analysis Tools
- 76. #sascon @staceycav “Nothing is as dangerous as an idea when it’s the only one we have.” -Émile Chartier
- 78. We needed an efficient means of ideas generation #sascon @staceycav
- 79. Where do you look for inspiration on efficiency? #sascon @staceycav
- 81. These guys have nailed efficiency #sascon @staceycav
- 82. Introducing Bernd Rohrbach #sascon @staceycav
- 83. And his 6-3-5 method of brainwriting #sascon @staceycav http://blogsession.co.uk/2014/03/635-method-brainwriting/
- 84. 108 ideas in 30 minutes #sascon @staceycav
- 85. We developed a tool #sascon @staceycav http://635.tecmark.co.uk/
- 87. #sascon @staceycav This took us from not having enough ideas
- 88. #sascon @staceycav To having too many ideas
- 89. #sascon @staceycav (Some people are never happy)
- 90. #sascon @staceycav NUF Testing to ditch the weakest
- 93. #sascon @staceycav Remember – either the angle or the execution should be original
- 94. #sascon @staceycav Acquiring Original Data Through Surveys
- 95. #sascon @staceycav Acquiring Original Data Through FOI
- 96. #sascon @staceycav Build Frameworks for Efficiency
- 100. #sascon @staceycav One Idea. Multiple Assets
- 101. #sascon @staceycav
- 103. #sascon @staceycav Especially if you’re promoting on social media
- 105. #sascon @staceycav OMG SHARE ME!!!!!!!!!
- 106. #sascon @staceycav 80%+ of Twitter traffic is mobile.
- 107. #sascon @staceycav
- 108. #sascon @staceycav Managing Production at Scale
- 109. #sascon @staceycav
- 112. #sascon @staceycav Build it and they will come
- 114. #sascon @staceycav Your content is not the Eiffel Tower.
- 115. #sascon @staceycav Put as much into promotion as production
- 117. #sascon @staceycav Paid promotion is often overlooked
- 118. #sascon @staceycav Sourcing Outreach Targets
- 120. #sascon @staceycav http://blogsession.co.uk/2014/02/freedman-and-fraser-compliance-without-pressure/
- 121. #sascon @staceycav Consider Your Approach Method
Notas do Editor
- Without any paid promotion, this piece of content became their most engaged with. Would that have been the case if we’d just created a “things to do in Dubai,” list? I don’t believe so.
- By the end of your competitor research, you should understand what sort of content your competitors are producing, how well it’s working and what people are engaging with.
- You can increase your efficiency by getting the most out of your big idea. So, if you run a survey, you might have press releases, a blog post, a related Slideshare deck, a visualisation of some sort… But one idea can be repurposed for multiple channels
- Remember this